They say to really understand someone, you need to a walk a mile in their shoes. Dutch luxury lingerie company PrimaDonna put their own spin on this principle when they created International E-Cup Day. Now, one day every year, every male employee from stockperson to CEO straps an E-Cup on their chest to understand the daily discomfort PrimaDonna's main demographic-—women—live with daily.
Let's just say the many "Aha!" moments are pretty darn enlightening and entertaining.